Audience attention should be treated as a limited and valuable resource.

Marketing communications overwhelm audiences through excessive frequency, repetition, or low-value messaging.

Emailing too often, posting too much, and retargeting too aggressively burns through your audience's goodwill faster than most marketers track. Frequency without value trains your audience to ignore you.

Jobs: "it's a very noisy world. And we're not going to get the chance to get people to remember much about us." Ogilvy: "You cannot bore people into buying your product; you can only interest them into buying it." More volume doesn't fix low value.